po polsku
illustration: DALL-EIn 2024, out-of-home (OOH) advertising in Poland saw strong growth, reaching a value of PLN 806 million. That’s a 9.7% increase from the previous year, according to the "OOH Advertising in Poland" report by OOHlife Economic Chamber. The Digital OOH segment expanded especially rapidly, with a value increase of 32.2%, reaching PLN 231.85 million. The market has entered a new phase of development where digitization, automation, and integration with other communication channels are taking the lead.
Billboard or screen? The market is going digital
The outdoor advertising market in Poland consists of three main segments: classic OOH, public transport advertising, and Digital OOH (DOOH). While traditional formats still dominate in terms of market share, it`s the digital format that is growing the fastest. In 2024, DOOH accounted for nearly 29% of the market, compared to just 11.3% five years ago.
| Outdoor advertising segment | Value (PLN million) | Year-on-year growth |
|---|---|---|
| Classic OOH | 521.73 | -0.08% |
| City transport | 52.46 | +29.6% |
| Digital OOH | 231.85 | +32.2% |
| Total | 806.04 | +9.7% |
Despite a drop in the percentage share of traditional formats (from 69.1% to 64.7%), their value remained stable. This segment is led by 18 m² billboards and illuminated citylights, which generate nearly 70% of revenue here.
Bus as billboard and the digital offensive
The public transport advertising segment performed surprisingly well. The value of campaigns on internal and external media in buses, trams, and the metro increased by nearly 30%. This growth was driven by advertisers focusing more on smaller cities and combining traditional spaces with digital LCD screens.
- Main clients included brands from the telecom, retail, food, and media industries.
- New developments included campaigns by local governments and the growing importance of vehicle route tracking systems, which allow for more precise targeting.
Public transport advertising is becoming not just a visual element but also an analytical tool. Digital media saw the fastest growth. The 32.2% increase was fueled by a growing number of public screens - at bus stops, shopping malls, airports, and onboard public and rail transport vehicles.
- DOOH now makes up 28.8% of the total market.
- In Q4 2024, its share hit a record 32.6%.
- Screens are managed in real time via programmatic technology, enabling dynamic content personalization.
This makes DOOH an attractive option for brands seeking to combine precise targeting with broad reach.
Who’s investing in OOH?
Ad spending in 2024 was concentrated in several key sectors:
- Retail - 15% share of the OOH market
- Telecom - 13%
- Media - 12%
- Food - 11%
- Beverages and alcohol - 8%
For Digital OOH, the structure is similar, though the food sector has a slightly larger share and retail a bit less. According to the authors of the OOHlife Economic Chamber report, the outlook for 2025 is just as dynamic. Influences may include the presidential election, continued digitization, the growth of analytics tools, and the rising importance of sustainability - more companies are investing in energy-efficient formats and green technologies.
COMMERCIAL BREAK
New articles in section Marketing and PR
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
What affects our purchasing decisions? The KONSUMER 2026 study
Michał Mystkowski, Berry Kolektyw Kreatywny
Grandma watches TikTok before sleep. A father in his fifties types into Google "will AI take my job?" A thirty-year-old woman postpones having a child but buys a weekend trip "to take a breath for a moment". A twelve-year-old asks ChatGPT about a dream job and tries to convince parents to buy another game skin.
See articles on a similar topic:
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
